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Antwerp Says Diamonds Are ‘in our DnA’

Jun 19, 2016 5:24 AM   By Rapaport News
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Antwerp’s diamond industry is aiming to invigorate the Belgian city’s reputation as a global capital for the sector through a new campaign.

Entitled ‘Diamonds and Antwerp, it’s in our DnA,’ the initiative celebrates more than 550 years during which the city has been “synonymous” with the precious stones, according to the Antwerp World Diamond Centre (AWDC).

The new slogan encapsulates the story of diamonds and Antwerp, the organization said. The diamond industry is “irrevocably part of the DNA of the city.”

Launched by Bart De Wever, the mayor of Antwerp, and Ari Epstein, the chief executive officer of the AWDC, and organized by the City of Antwerp, the program will involve a festive diamond-themed period starting in October 2017. A ‘tableau vivant’ – or display of motionless actors– featuring 16 industry representatives will feature in the city’s diamond district in the coming months.

The campaign was launched in Antwerp on June 17 but will be promoted internationally from September.

“The diamond industry is inherent to the city of Antwerp and is one of the main reasons for tourists to visit Antwerp,” said Margaux Donckier, a spokesperson for the AWDC. “No other city in the world accommodates such a trade center, and this is what makes Antwerp’s diamond industry and city stand out.”
Tags: Antwerp, Antwerp World Diamond Centre, Ari Epstein, AWDC, Bart De Wever, Belgium, marketing, Rapaport News
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